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Socially sourced traffic app Waze today cut the ribbon on its road to monetization by launching a location-aware advertising platform.

Merchants can now pay to have their ad or message promoted alongside Waze’s existing search results. The company foresees retail and service businesses using the opportunity to offer special deals to “Wazers,” underscoring the social nature of the app as it highlights the ability to target nearby consumers.

Among the first to display their message to the 30 million Waze users are Dunkin’ Donuts, Circle K MACS, Kum & Go, Wyndham Hotels, Jamba Juice and P&G.

Waze has a self-serve platform for small businesses to set, change and measure their campaigns, and a $50 credit during the month of November.

Related links:

Waze – http://www.waze.com

Waze blog – Introducing Waze Ads: Bringing You the Most Relevant Local Merchants and Big Brand Stores Along Your Route